Article

Ben Hollom
Ben Hollom 24 October 2014
Categories

Offering Disillusioned Customers An Olive Branch

What can brands do when they lose the trust of a large chunk of their customer base?

With access and availability of goods and services increasingly in the consumer´s favour, it´s more important than ever to build trust between them and your brand. If you fail to convince them of your reliability, they´ll simply divert their custom elsewhere. But, what can brands do when they lose the trust of a large chunk of their customer base?

 

Everybody knows it´s harder to place your faith in something or someone once you´ve been let down. Ebay is making attempts to reassure its customers who are said to have been tentative to reengage with the website following a large-scale cyber attack.

 

In an article on the Marketing Week website, eBay´s senior director of operations, Sarah Calcott, told the publication how 2014 has been a “challenging year” as a result of the breach. The American e-commerce firm launched a reassurance campaign following news of the attack, and asked affected customers to change their passwords.

 

Calcott attributes the trust the brand built with its customers prior to the hack as a reason why the company is now back in growth, although it did force its full-year sales forecast to dip by $200m to $18.5bn.

 

“We had frustrated customers but we are the other side of that. We are very lucky in that we have a loyal set of customers and we have seen those come back,” she added. Calcott outlined how the company reached out to those disaffected customers to try to convince them of the “great experience” it offers through a “serious investment” in couponing, seller incentives and increased marketing spend.

 

Have you seen any good examples of brands turning a potential PR nightmare around? What tips would you give for those looking to reassure or reengage with their customer base?

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
The 8 Most Effective Words to Use in Your Next Email

The 8 Most Effective Words to Use in Your Next Email

There are 8 simple, yet effective words you can use to increase engagement in your next email. You can use these words strategically to inspire your subscribers to take action or develop good feelings about you and your brand. Read on to learn about these 8 words and how to use them in your emails.

Shelby McGuigan
Shelby McGuigan 8 August 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
What is a CMS?

What is a CMS?

You’ve heard the term CMS, but what is it, what does it actually do? A CMS empowers you to get your companies' message out there, internally, externally or both.

Sean Hargrave
Sean Hargrave 14 August 2017
Read more
The Importance of Customer Relationship Management Within a Business

The Importance of Customer Relationship Management Within a Business

In a world where competition is becoming ever fiercer, businesses need to implement customer relationship management, or CRM, strategies in order to stay ahead of their rivals.

Emma Newbury
Emma Newbury 18 April 2016
Read more